Summary to B2B Digital Growth
This B2B Strategy consulting guide to B2B digital growth aims to help business owners and CEOs of B2B SaaS & PaaS organisations understand the role, activities, strategies, and benefits of engaging a B2B Strategy Consultant for SaaS for a SaaS or PaaS organisation.
When engaging a consultant or agency, the challenge is to ascertain whether they know what they’re talking about. Many talk a good game, but the past twenty years have shown that very few have a genuine clue about B2B growth and much if not, all is based upon B2C strategies and marketing technologies.
Your consultant must be able to practically demonstrate both their knowledge and ability to execute and manipulate all the relevant digital platforms and instruct any resources available to succeed at their respective tasks. These must include the two key elements of digital selling and digital marketing and all they entail, from content creation to exploiting every conversion optimisation and technical element possible from your website and naturally, including the very best strategies at increasing your exposure to attract new business.
Why Focus on SaaS & PaaS?
It is a well known fact that the Annual Recurring Revnues for SaaS & PaaS are, in many cases quite poor and as a result require regular additional investment to support the business. There are some 30,000 SaaS vendors in the world and their average annual recurring reveunes - fixed term equivalent is in the region of $100,000 ARR-FTE. Most businesses deem this insufficient and seek the support of external B2B consultants.
In today's competitive B2B landscape, businesses must leverage digital channels to reach their target audience and drive growth. By partnering with a skilled consultant, companies can access expert guidance and tailor-made strategies to achieve their goals. But there is a very large caveat - if most businesses have carried out the same marketing activities for the past twenty years, appointing a B2B consultant is not going to reap many significant rewards. Except with us and our exlusive digital selling and live streaming strategy!
Throughout this guide, we'll discuss various aspects of the B2B Strategy Consultant's work for SaaS & PaaS, from digital marketing strategy development to monitoring and analysis of campaign performance.
Additionally, we'll delve into the benefits of engaging a consultant and provide tips on how to choose the right one. But not all consultants are equal! They dramatically vary in their approach and whilst some are very corporate, others, like me are entrepreneurial creatively and able to demonstrate their approach in advance and online without the typical vagueness some consultants have.
Our approach is to deliver clarity and focus from the beginning and this guide is designed to provide a ‘comfort-factor’ before we talk.
Contents
- Introduction to B2B Digital Growth
- B2B Digital Growth Examples
- Business analysis and goal setting
- Digital selling strategy
- Face to face
- Live streaming
- Video
- Podcasting
- Digital marketing strategy
- Content marketing
- Social media marketing
- Search engine optimisation (SEO)
- Email marketing
- Paid advertising
- Video marketing and live streaming
- Podcasting
- Implementation and management of digital marketing campaigns
- Monitoring and analysis of campaign performance
- Conversion rate optimisation
- Continuous improvement and strategy adaptation
- B2B Digital Growth Marketing Strategies
- Benefits of Engaging a B2B Digital Growth Consultant
- Expertise in the latest digital marketing trends and best practices
- Access to specialised tools and resources
- Time and cost savings
- Increased brand awareness and visibility
- Improved lead generation and conversion rates
- Enhanced customer retention and loyalty
- Streamlined marketing efforts and better ROI
- Continuous growth and adaptation in a competitive marketplace
- How to Choose a B2B Digital Growth Consultant
- Why Choose an B2B Growth Consultant Over an Agency?
- B2B Growth Strategy FAQs
- Conclusion
1. Introduction to B2B Digital Growth
As a business development consultant with nearly 40 years of experience, I have seen first-hand the importance of adopting a comprehensive digital strategy to drive growth and profitability.
In today's fast-paced, technology-driven world, businesses need to leverage digital selling, live streaming, video, and podcasts to reach their target audience and stand out from the competition. In this guide, I will share my expertise and insights on the role of a B2B Digital Growth Consultant and how someone like me can help your business thrive in the digital age.
Brief overview of the role of a B2B Strategy Consultant for SaaS
A B2B Digital Growth Consultant is an expert in digital marketing and selling who helps businesses develop and implement tailored strategies to drive growth and profitability. Their services often include business analysis, goal setting, digital marketing strategy development, campaign management, performance monitoring, and continuous improvement. They work closely with clients to understand their needs and objectives and create customised solutions that deliver results.
Importance of digital strategies in the modern B2B landscape
Digital strategies are now an essential component of any successful B2B business. Buyers have access to more information than ever before, making it crucial for businesses to engage with their audience through digital channels. By leveraging digital selling, e.g., live streaming, video, and podcasts, companies can build brand awareness, generate leads, and drive sales more effectively than traditional methods like telesales and cold calling.
Goals of this article
This guide aims to provide a detailed understanding of the activities, strategies, and benefits of engaging a B2B Digital Growth Consultant. We will explore the various aspects of their work and discuss the advantages of partnering with a skilled consultant. Additionally, we'll provide tips on choosing the right consultant for your business, ensuring you get the most out of your investment.
The above serves as an illustration of topical authority in relation to SEO, to the content feeding the primary subject(s) to gain prominence on search engines without backlinks which B2C SEO professionals constantly mention.
In the next sections, we'll delve into the activities of a B2B Digital Growth Consultant, discuss the strategies they employ, and highlight the benefits of engaging their services.
2. B2B Digital Growth Examples
A BB2B Digital Growth Consultant is responsible for a wide range of activities that ultimately contribute to the success of their clients' businesses. These activities can be broken down into several key areas:
Business analysis and goal setting
Before diving into the digital marketing realm, a consultant first conducts a thorough analysis of their client's business. This involves understanding the company's objectives, target audience, competitive landscape, and current marketing efforts. Based on this information, the consultant works with the client to set realistic goals and KPIs for their digital marketing campaigns.
Digital selling strategy development
Once the goals are established, the consultant would start developing a comprehensive digital selling strategy. This typically includes:
- Face-to-Face selling: Defining and structuring the processes of selling face-to-face, in person or online. The consultant should be a consummate salesperson and able to recommend various approaches with this in mind.
- Live streaming: Understanding the business drivers that can be communicated on a regular basis, live, to your total addressable market. Using platforms like LinkedIn, Vimeo and YouTube Live. The consultant may help with streaming production, distribution, and promotion.
- Video: Creating and promoting video content through platforms like YouTube, Vimeo, or Facebook. The consultant should help with video production, distribution, and promotion through various exposure channels. The content will be varying from case studies, to training videos to product reviews
- Podcasting: Producing and promoting audio content in the form of podcasts. The consultant may assist with podcast planning, recording, editing, and distribution.
The Ultimate SaaS & PaaS Digital Selling Strategy Timeline
Digital marketing strategy development
Once the goals are established, the consultant starts developing a comprehensive digital marketing strategy. This typically includes:
- Content marketing: Creating and distributing valuable, relevant, and consistent content to attract and engage the target audience. The consultant may develop an editorial calendar, research topics, and oversee content production.
- Social media marketing: Leveraging platforms like LinkedIn, Twitter, and Facebook (if relevant to B2B) to promote the client's brand, products, and services. The consultant may create and manage social media profiles, develop an automated posting schedule, and engage with the audience in the most cost effective and strategic engagement method possible.
- Search engine optimisation (SEO): Improving the client's website visibility on search engines like Google & Bing by optimising its structure, content, and backlink profile. The consultant may conduct keyword research, optimise on-page elements, and implement semantic and topical authority strategies in conjunction with link-building strategies if available.
- Email marketing: Building and nurturing relationships with prospects and customers through targeted email campaigns. The consultant may help design email templates, segment mailing lists, and create email content.
- Paid advertising: Running pay-per-click (PPC) and display advertising campaigns on platforms like Google Ads and Facebook Ads. The consultant may set up and manage ad campaigns, optimise bids, and monitor performance. Whilst there is a question surrounding the effectiveness of pay-per-click to landing pages to obtain contact details, this may not preclude using PPC to advertise live streaming or your specific events.
Implementation and management of digital marketing campaigns
After developing both the digital selling and marketing strategies, the consultant oversees their implementation. This involves coordinating with various teams (e.g., content writers, graphic designers, web developers, video, and audio people) and ensuring that all marketing efforts align with the overall strategy and objectives.
Monitoring and analysis of campaign performance
A key part of the consultant's role is to monitor the performance of digital marketing campaigns and analyse their results. This involves using tools like Google Analytics and Google Tag Manager to track website traffic, conversions, and other relevant metrics. Based on the data, the consultant identifies areas for improvement and makes data-driven decisions to optimise the campaigns.
Conversion rate optimisation
The consultant should also naturally work on improving the client's website's conversion rate, ensuring that visitors are more likely to take desired call to actions. This may involve A/B testing, improving website design, or enhancing user experience. The objective to help educate prospects to become happy customers via their experience on your website whilst leading them down a path that encourages them to buy from you.
Continuous improvement and strategy adaptation
The digital landscape is constantly evolving, so the consultant needs to stay up to date with the latest trends, tools, and best practices. They regularly review and adjust the digital marketing strategy to ensure it remains effective and relevant, helping the client to achieve their goals and drive business growth. An important ‘litmus test’ for this is review their own website presence to how they engage with and communicate with their own customers.
3. B2B Digital Growth Marketing Strategies
Creating buyer-centric content
B2B Strategy Consultant for SaaSs focus on understanding their clients' target audience and creating content that resonates with them. This involves developing buyer personas to understand their businesses, mapping out the buyer's journey, and crafting content that addresses their pain points, needs, and interests. Buyer-centric content helps engage the target audience, build trust, and drive conversions.
Data-driven decision making
Consultants leverage data and analytics to make informed decisions when developing and optimising digital marketing strategies. By analysing metrics like website traffic, engagement, and conversion rates, consultants can identify areas for improvement and adjust their strategies accordingly. Data-driven decision making in conjunction with platforms like Google Search Console, ensures that marketing efforts are targeted, efficient, and effective.
Leveraging technology and automation
Technology and automation play a crucial role in modern digital marketing. B2B Strategy Consultant for SaaSs utilise tools and platforms to streamline processes, improve efficiency, and enhance the effectiveness of marketing campaigns. This may include marketing automation platforms, CRM systems, analytics tools, and content management systems for documents as well as websites.
Multichannel marketing approach
A multichannel marketing approach ensures that the client's message reaches their target audience across various platforms, increasing the chances of driving engagement and conversions. This may involve utilising social media, email marketing, content marketing, paid advertising, video marketing, live streaming, and podcasting to create a cohesive and integrated marketing strategy.
Personalisation and customisation
Personalisation and customisation are essential for engaging today's savvy B2B buyers. Consultants focus on creating tailored marketing messages and experiences that resonate with individual prospects and customers. This may involve segmenting email lists and creating personalised content. However, evidence suggests buyers, like you and I want to remain anonymous throughout the education and evaluation stage before speaking to a salesperson - vendor/supplier.
Integrating online and offline strategies
To maximise the impact of their marketing efforts, B2B Strategy Consultant for SaaSs work on integrating online and offline strategies. This may involve aligning digital marketing campaigns with traditional marketing efforts, such as events at exhibitions, roads shows, direct mail, and print advertising, to create a seamless and consistent brand experience.
Building and nurturing relationships
Successful B2B marketing relies on building and nurturing relationships with prospects and customers. Consultants focus on fostering long-term connections through ongoing communication, engagement, and support. This may involve implementing email nurture campaigns, using live streaming and social media to engage with the audience, and providing valuable resources like whitepapers, webinars, or case studies.
Focusing on customer experience and satisfaction
A positive customer experience is critical for building trust, loyalty, and driving repeat business. B2B Strategy Consultant for SaaSs prioritise customer satisfaction by ensuring that all marketing efforts contribute to a seamless and enjoyable experience for the end-user. This may involve optimising website design and user experience, providing timely and helpful customer support, and proactively addressing customer feedback and concerns.
4. Benefits of Engaging a B2B Digital Growth Consultant
Expertise in the latest digital marketing trends and best practices
By partnering with a B2B Digital Growth Consultant, businesses can tap into their extensive knowledge of the latest digital marketing trends, strategies, and best practices. This expertise helps businesses stay ahead of the competition and ensures that their marketing efforts are both innovative and effective.
Access to specialised tools and resources
Consultants often have access to a wide range of specialised tools, platforms, and resources that businesses may not be aware of or have the budget to invest in. These tools can streamline processes, improve efficiency, and enhance the overall effectiveness of marketing campaigns, leading to better results.
Time and cost savings
Working with a consultant can save businesses time and resources by allowing them to focus on their core competencies while the consultant handles their digital marketing efforts. This can lead to reduced overhead costs and a more efficient use of time and resources, ultimately improving the company's bottom line.
Increased brand awareness and visibility
B2B Digital Growth Consultant can help businesses boost their brand awareness and visibility by creating and implementing targeted marketing campaigns that reach the right audience at the right time. This increased visibility can lead to more potential customers, partnerships, and opportunities for growth. For this we have designed a strategy called Social 444, definitely worth a look.
Improved lead generation and conversion rates
Consultants have experience designing and executing strategies that effectively generate and nurture leads. By optimising marketing efforts to attract and engage the target audience, businesses can experience increased lead generation and higher conversion rates, driving more sales and revenue. This is where combining PPC, email and live streaming plays a big role in connecting with your total addressable market (TAM) and stands out from all the other B2B lead gen efforts.
Enhanced customer retention and loyalty
A consultant's focus on customer experience and satisfaction can lead to improved customer retention and loyalty. By creating personalised, engaging experiences, and providing ongoing support, businesses can foster strong relationships with their customers, encouraging repeat business and long-term success. Using a combination of broadcasting live streams and direct enhanced video you are able to demonstrate from the beginning of their journey, your commitment to support through to closing the deal and maintaining ongoing customer success.
Streamlined marketing efforts and better ROI
It might sound obvious, however, working with a B2B Strategy Consultant for SaaS can help businesses optimise and streamline your marketing efforts, resulting in more efficient campaigns and a higher return on investment (ROI). By implementing data-driven strategies and leveraging technology and automation, consultants can ensure that marketing efforts are targeted and effective, maximising ROI.
Continuous growth and adaptation in a competitive marketplace
In today's fast-paced, ever-evolving digital landscape, it's crucial for businesses to continuously adapt and grow to stay competitive. A B2B Strategy Consultant for SaaS can help businesses stay ahead of the curve by constantly monitoring market trends, analysing data, and adjusting strategies to ensure ongoing success, as long as they can demonstrate in advance their actual engagement in keeping up to date with the latest technologies and best practices etc.
This proactive approach can lead to sustainable growth and a strong competitive advantage in the marketplace.
5. How to Choose a B2B Digital Growth Strategy Consultant
Assessing the consultant's experience and expertise
When considering a consultant, evaluate their experience in the digital marketing and business growth space. Check their background, years of experience, and the types of projects they've worked on. Assess their expertise in various digital marketing channels, such as content marketing, social media, email marketing, business website, search engine optimisation, video, podcasting, and live streaming.
Examining the consultant's online presence & publications
A strong, technically competent website presence and published content can provide valuable insight into a consultant's capabilities and the results they've delivered online for you to see. Review their website to see the types of projects they offer to help with and the corresponding content to help you understand their approach. White papers and infographics can help you understand their approach to solving problems, the strategies they would apply and the intended outcomes.
Checking for industry-specific knowledge
It's essential to work with a consultant who understands your industry, its unique challenges, and the competitive landscape. They must have first-hand experience in selling business solutions direct if they are going to recommend anything for Technology, SaaS or Professional Services companies.
Ensure that the consultant has experience working with businesses in your industry or has a demonstrable deep understanding of the sector. Industry-specific knowledge can lead to more effective marketing strategies and better results.
Comparing pricing and services offered
It's essential to compare the pricing and services offered by various consultants to find the best fit for your budget and needs. Keep in mind that the cheapest option may not always be the best, as quality and results may suffer. Look for a consultant who offers a balance of competitive pricing and a comprehensive range of services, and a proven track record of success.
Evaluating communication skills and cultural fit
Effective communication is critical when working with a B2B Strategy Consultant for SaaS. Make sure that the consultant is responsive, open to feedback, and can clearly articulate their ideas and strategies, preferably on via their website.
Additionally, consider the consultant's cultural fit with your organisation, as a strong alignment in values and working styles can lead to a more productive and successful partnership.
6. Why Choose a B2B Growth Consultant Over an Agency?
As a CEO or business owner, you may be considering whether to engage an individual B2B Digital Growth Consultant or a larger agency. While both options have their merits, there are several distinct advantages to partnering with an individual consultant.
- Personalised Attention and Customised Solutions: Individual consultants are more likely to provide personalised attention and tailored strategies specific to your business. They have the flexibility to devote more time to understanding your unique needs, goals, and challenges. In contrast, agencies often work with multiple clients simultaneously, which may result in a more generic approach.
- Greater Flexibility and Adaptability: Individual consultants are typically more agile and adaptable than agencies. They can quickly pivot their strategies and tactics based on your evolving business needs and industry trends. Agencies, on the other hand, may have more rigid processes and structures, making it difficult to adjust strategies as quickly.
- Direct Communication and Faster Decision-Making: Working with an individual consultant allows for direct communication and faster decision-making. You'll have a single point of contact who is fully invested in your project, ensuring that your feedback is promptly addressed and implemented. In contrast, navigating the hierarchy and bureaucracy within an agency may slow down communication and decision-making processes.
- Cost-Effectiveness: Individual consultants usually have lower overheads than agencies, which can result in more cost-effective services. As a result, you may get more value for your investment by working with a consultant who can provide the expertise you need without the high price tag often associated with agencies.
- Specialised Expertise: Individual consultants often specialise in a specific area of digital growth and strategy. This specialised expertise can be invaluable when you need in-depth knowledge and experience in a particular field. While agencies may have a broader range of capabilities, you may not receive the same level of specialised expertise as with an individual consultant.
In conclusion, while both individual B2B Strategy Consultant for SaaS and agencies have their merits, an individual consultant may offer a more personalised, flexible, and cost-effective solution for your business. By carefully evaluating your needs and considering the benefits of engaging an individual consultant, you can make an informed decision that best supports your business's growth and success.
7. B2B Growth Strategy FAQs
What Makes Your Digital Consulting Approach Different?
Our approach to digital consulting is fundamentally different because it's built on the premise that traditional digital marketing is no longer effective in today's B2B landscape. We focus on direct engagement with your total addressable market (TAM) through innovative channels like live streaming and social media banners, bypassing outdated methods like telesales and gated content. This strategy is not just about reaching out; it's about creating a platform where CEOs and decision-makers can engage with your content anonymously, breaking down the barriers that traditional marketing can't.
How Do You Address the Challenge of Reaching a Large TAM Effectively?
Reaching a large TAM requires a shift from traditional, one-to-one outreach strategies to a one-to-many approach. Our strategy leverages weekly live stream shows and a robust presence across social platforms, supported by a diverse array of graphic adverts and memes. This approach allows us to broadcast your message to thousands, if not tens of thousands, of potential clients simultaneously, making your outreach efforts both more efficient and effective.
Can You Explain the Role of Open Access Web Content in Your Strategy?
In our strategy, open access web content plays a crucial role in attracting and engaging your audience. By making all web content freely available, we eliminate the barriers that gated content creates, fostering an environment of trust and value from the first interaction. This approach not only enhances your SEO but also aligns with modern buyers' expectations for accessible, immediate information. It's about providing value upfront, setting the stage for deeper engagement through our live stream shows and social media presence.
How Does Your Approach Impact the Traditional Sales and Marketing Team Structure?
Our digital selling model significantly reduces the need for a large sales and marketing team. By broadcasting to prospects through live streams and leveraging digital platforms for engagement, we can reach a wider audience with fewer resources. This doesn't mean eliminating salespeople; rather, it's about reallocating resources to focus on what truly matters—engaging with prospects in meaningful ways and nurturing those relationships into sales. It's a more strategic, efficient, and effective approach to B2B sales and marketing.
What Kind of Results Can We Expect from Implementing Your Digital Consulting Strategy?
Implementing our digital consulting strategy can lead to several transformative outcomes for your business. Firstly, you can expect a broader reach to your TAM with more efficient engagement strategies, leading to higher lead generation rates. Secondly, by providing value through open access content and engaging live streams, you'll build stronger relationships with potential clients, enhancing trust and credibility. Finally, this approach can lead to a more streamlined sales process, with a higher conversion rate, as you're engaging with prospects who have already shown interest in your content. Overall, you can expect a more efficient, effective, and profitable sales and marketing operation.
8. Conclusion
The importance of investing in a B2B Digital Growth Consultant
In today's increasingly digital and competitive business landscape, investing in a B2B Digital Growth Consultant is more important than ever. These professionals bring valuable expertise, industry knowledge, and innovative strategies to help businesses navigate the complex world of digital marketing and stay ahead of the competition. By partnering with a consultant, businesses can tap into new opportunities, optimise their marketing efforts, and drive sustainable growth.
The potential impact of a tailored digital strategy on business growth
A tailored digital strategy, designed and implemented by a skilled consultant, can have a significant impact on business growth. By focusing on the unique needs and goals of each business, a customised strategy can target the right audience, engage customers, and generate leads more effectively. This targeted approach can lead to increased brand awareness, improved lead generation and conversion rates, and ultimately, higher revenue and profit margins.
Encouragement to explore the possibilities with a qualified consultant
Given the potential benefits of partnering with a B2B Digital Growth Consultant, it's essential for businesses to explore the possibilities and find a qualified professional who can help them achieve their goals. By carefully evaluating a consultant's experience, portfolio, industry knowledge, and communication skills, businesses can find the right partner to drive their digital marketing efforts and propel their growth. Embracing the power of digital strategies and the expertise of a consultant can lead to lasting success in today's competitive marketplace.
The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.
